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Product Management extension.ucsd.edu/product-management
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What we try
Self-taught
Just-in-time
On-the-job
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Learning & innovat ion go hand-in-hand. The arrogance of success is to think that what you did yesterday will be sufficient
for tomorrow.
~ William Pollard
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Seminars&
Workshops
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1. Too much needs to change at once.
2. Knowing about is not adopting & doing.
3. Leading change requires depth and confidence.
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The value is in what gets used, not in what gets built .
~ Kris Gale
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What we need
Structured
Progressive
On-the-job application
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3. Product Growth & Market ing
How do we establish memorable concepts that speak to the problems buyers have?How do we tel l our buyers that we’ve solved their problems so that they buy from us?
1. Product Stra tegy & Res earch How do we know what market & product to focus on?How do we ident i fy who wi l l buy our offering?
2. Product Planning & Delivery
How do we know i f we have a potent ial winner?How do we bui ld a compet i t ive advantage?
Complete Product
Management Lifecycle
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1. Gather and use customer insights to guide product strategy.
2. Analyze the financial, competitive, and growth prospects for a sector.
3. Define and prioritize a minimum viable solution.
4. Use best-practice frameworks to organize, prioritize, and communicate work.
5. Use a deep understanding of what buyers care about to create a compelling go-to-market plan.
6. Develop confidence to lead product teams and inspire stakeholders and collaborators.
Key takeawaysStudents will learn to...
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April
Strategy & Research
Customer discovery
May
Strategy & Research
Market analysis, Competitive analysis
June
Planning & Delivery
User-centered design, Validation
July
Planning & Delivery
Roadmaps, Specifications,Lean iteration
August
Marketing & Growth
Pricing, Metrics, Segmentation, Feedback
September
Marketing & Growth
Evangelism, Positioning, Pitching
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Saturday, 20 April throughMonday, 23 September
Integrated into work110 hours of instruction
• Group work, field trips, discussions, & lectures.
Bi-weekly course meetings
• Saturday 9 AM-3 PM• Monday mornings 9 AM-Noon• Plus online self-paced.
220 hours of outside class work
• Assignments are to apply concepts at the office.
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• Currently in a product role
• At least 1 year work experience
• Across industries
• By application only
In the company of other leaders.
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Special events
Guest lectures and networking events to connect with other product executives.
For managers...
Program updates
Turn the “what have you learned?”conversation into “how will you apply that here?”
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The great aim of education is not
knowledge, but act ion.~ Herbert Spencer
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• Course fee: $ 5,450• Enrollment is by
application only and limited to 20 students.
• Applications are due by April 5, 2019.
Apply nowextension.ucsd.edu/
product-management